What is Ubers' PR strategy
Build awareness in 6 steps: This is how you develop a PR strategy
How do I convince journalists of my idea? Which topics are popular in the media? In addition to press work, what can I do to publicize my company? Questions like these probably concern all founders and start-ups. Our guest author Jörg Röthlingshöfer, founder and managing director of the Munich PR agency factum, explains how you come in six steps from a situation analysis to the definition of communication goals to the development of concrete measures to a professional PR strategy.
In order to approach communication for a start-up in a targeted manner, to bundle resources and, above all, to make the success of PR measures measurable, it makes sense for founders to develop a PR strategy as early as possible. What messages do you want to communicate with your start-up? Which people do you want to address, how do you reach them? And which measures suit you and your communication goals? I will answer these and other questions in the next six steps to a suitable PR strategy.
# 1 analyze the situation
Before you develop a PR strategy, you should first define as clearly as possible where and what your start-up stands for. To do this, it is necessary to reflect on the company, its previous press and public relations work and the customer base, in which all team members should be included as far as possible.
- What are the core competencies of the start-up, what is special about the developed product or service?
- What is the competition actually doing and what specifically differentiates your start-up in terms of product, team spirit or employee qualifications?
- Which episodes and aspects of the company's history should definitely not be missing in a report?
Based on such questions, the unique selling points of your start-up are worked out, the profile becomes more sharp. It can make sense to call in external PR consultants for this situation analysis, because an outside view of the start-up reveals new perspectives and raises other questions. If a neutral, professional advisor leads the situation analysis, the team can concentrate entirely on itself. Many PR agencies offer workshops for the entire strategy-finding process, in which the various perspectives in the team are collated and analyzed. This quickly creates a basis on which the PR work can build.
# 2 determine target groups
Every company must be clear about which groups of people are addressed by the services offered and are therefore also the focus of communication.
Therefore, as a start-up, you should first ask yourself: For whom is your product interesting, for which target groups have you designed your service? That sounds logical, but it is often more difficult to determine in advance than expected.
It often makes sense to first name a few and as clearly defined target groups as possible and then evaluate their relevance in a targeted manner after a while. Once the primary target groups have been identified, the next step should also consider their interests, such as the media they receive, the events at which they can be found or the social networks they use to exchange ideas. This information provides information on multipliers such as journalists and partners who can effectively help to reach the target group. For a technology start-up, for example, contacts to the most important specialist journalists in the industry can be more relevant than a publication in a large daily newspaper. It also makes sense to think about targeted cooperation and partnerships at this point. Specifically, this means: researching, making phone calls and gathering all the necessary information.
# 3 define communication goals
Building on the target group analysis, it is time to work out the specific communication goals. Here it is recorded which internal and external goals are to be achieved in which period.
Important: Please separate communication goals from company goals.
Even if your start-up is to become the market leader with the help of PR, this remains a corporate goal and must not be set as a goal when developing a strategy. It is also useful to distinguish between long-term and short-term communication goals: on the one hand, more abstract goals can be formulated, on the other hand, stages with concrete measurability can be set. In the long term, for example, the publicity of your brand in connection with your company values can be recorded with the most important target group. As a short-term goal, publication in a specialist magazine would be conceivable, in which the founding story and the company are presented. If short-term goals are not achieved through the selected measures, for example a press release does not arouse the desired interest in the trade press, an early evaluation can be made here of whether the measures are not effective or whether the goals have not been set realistically. In this way, it is possible at an early stage to take alternative routes and save resources.
# 4 Formulate messages
From the profile you have developed, you can now formulate messages that are already specifically tailored to your communication goals and target groups. Whether it is the social aspect of your service, your local connection or your innovative product solution that distinguishes you - the more concise you formulate your central messages, the easier it can be used for further PR work.
The following applies: less is more. A clear list of concise statements remains clearer in the mind of the target group than a collection of diffuse messages.
# 5 develop a PR strategy
On the basis of these central goals and messages, you then build the right PR strategy. The point here is not yet to name specific actions, but first of all to create a general timetable. With its help you can then determine the individual steps and measures. You should clarify which means of communication suit your start-up, which channels you can use to best reach your target groups and which media your company can identify with. Whether online, in person at trade fairs or in the form of press work: this is where the relevant course for the detailed action plan is laid.
# 6 Establish specific measures
Only then are the specific measures named and a detailed time and cost plan drawn up. The measures should be arranged according to their relevance in terms of content and thus time. Is it more important, for example, that SEO measures for the website lead to a higher click rate or are regular publications in the press first in order to increase awareness in the target group? You then create a schedule for implementing the individual measures. The question arises whether you want to tackle all measures on your own or with the support of a professional agency. In any case, you should roughly calculate the costs for the individual items - be it in working hours or external costs - whereby measures with high relevance are prioritized accordingly in the distribution of the available budget.
A financial cushion of 5-10% of the total budget protects against unexpected expenses.
These six steps show that it is worthwhile to systematically prepare your own PR strategy instead of specifying measures in the dark. In any case, it makes sense to get professional reinforcement. This can be an internal employee who has the necessary knowledge about PR and communication. If you don't have a specialist on hand in your start-up, you should therefore look for a suitable PR agency. Many of them now specialize in start-ups. And don't be afraid of the cost! Successful PR work by an agency does not have to cost a lot and is effective. Because even if the work is primarily to be carried out internally, you can get good advice on implementation from a PR agency.
You can read more practical tips from Jörg Röthlingshöfer here on the subject of press distribution lists or here on the subject of press releases. In this post he has summarized for you which 6 things should not be missing in your online press area. You can find tips for the perfect approach to journalists here. You can find out here when in general the right time to start press work.
- factum is a Munich-based PR agency that has also focused on start-ups, among other things. The portfolio ranges from classic press work and social media measures to the conception, implementation and maintenance of websites and search engine marketing (SEO) to the design of flyers and brochures. You can also have the communications agency look after events, exhibitions and trade fair appearances.
- Jörg Röthlingshöfer
- factum press and public relations GmbH
- +49 (0)89 / 80 91 31 7-0
- [email protected]
Tags:factumKommunikationPRPR strategyPress workPress distribution listStrategy
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